Unleash your super powers seattle and usa 9-13-2012
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Transcript of Unleash your super powers seattle and usa 9-13-2012
Unleash Your SuperpowersWith The Power Of Radio In Seattle And The USA
Presented by: Mary Beth GarberDate: September 13, 2012
Radio:
Uses sound to create powerful emotional
connections between advertisers and
consumers unmatched by any other form of
communication
Radio is thriving because it connects with listeners in ways no other medium can match.
What Can A Few Seconds Of Sound Buy?
Source: Critical Mass Media Audio Signatures Study of 24 audio signatures among 250 respondents, conducted March 2012, underwritten and presented by Katz Media. www.sonicbrandstudy.com
• Incredibly detailed descriptions of the advertisers’ product, benefits, pricing
• Vivid descriptions of the advertiser’s spokesperson and mascot
Further proof that what we hear, even for a second, can impact what we “see” .
Our sense of hearing is the most powerful ofour five senses.
--Martin Lindstrom, “Buy-ology”
Can you name this advertiser?
Here’s what listeners said:
“It makes me smile”“It makes me feel like I want to get to know that little green fellow better!”“I love it. Feel happy/excited”“Makes me laugh. and I always know its a Geico commercial.”
87% correctly identified the brand
Can you name this advertiser?
Here’s what the listeners remembered:“Geico is where you can save 15% or more when you switch insurance carriers.” “Insurance and it makes me feel good know they are available anytime.”
And here’s what they “saw”:“Just the image of the gecko. These always make me laugh.” “Makes me think of the green gecko”“I think of the Geico Gekko”
Can you name this advertiser?
Here’s what listeners said:
“It makes me think of pizza.” "It makes me hungry. I can just smell it.” “It makes me want to eat their pizza... i used to eat it all the time in college and now i want one now :(“
86% correctly identified the brand
Can you name this advertiser?Here’s what the listeners remembered:“You get two pizzas for one great price.” “2 Pizza deal from Little caesars” “5 dollar hot and ready”
And here’s what they “saw”:“Yummy pizza...” “Images of baby Pan Pans (my favorite).” “It makes me think of pizza and Little Ceaser's cheesy bread.”
Can you name this advertiser?
Here’s what listeners said:
“Good, cared for. I've always loved the jingle. I'll look to them when I decide to buy and insure a home.”“A good neighbor.... it makes me feel relieved”“State Farm insurance is a reliable company.”
78% correctly identified the brand
Can you name this advertiser?
Here’s what listeners remembered:“That they're helpful.”“Reliable and there for you”“Like a good neighbor, State Farm is there!”
Here’s what people “saw”:"Pictures of homes with white picket fences. Makes me feel protected.”“The red logo pops into my head. It makes me feel secure.”“I think of a person in a red shirt talking of insurance”
Radio Empowers
Delivers Massive Reach In Real Time Engages and Influences Listeners Targetable Reach Digital Technology Enhances Interaction Produces Outstanding, Cost Effective Results Thriving
The Radio Landscape
Perception
Fact: Radio Delivers Massive Reach In Real Time
Radio is a pervasive part of
the average person’s media day.
13
4 emotional triggers that listeners value….
1A radio on while they
work
2Gets them get
in a better mood
3A feeling
of companionship
4An escape from
pressures of everyday life
Radio’s Assets
Drive Its Mass Reach
13
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
Changing Technology Has Affected Which Media People Own, Have Access To And Use
Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR June 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Nov, 2010 NielsenWire; Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison Media Infinite Dial: 2011; Video Game Consoles from Lichtman Rseearch June 2010; Twitter comScore Dec 2011; Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project Dec 2010, May, June 2011; Tablets Audio4cast March 20, 2012; satellite radio, Scarborough USA Plus - Release 2 2011 12 Month
% Population/Household Penetration
Mass Media
0
10
20
30
40
50
60
70
80
90
10097
9388
78
70
6156
49 47 45 45 43
31 29
18 15 13 10
Commercial Broadcast/Internet Advertising Vehicles
Are You TYPICAL?
Weekly Media Exposure Adults 18-34
Source: Scarborough USA+, Release 1 2012 USA Adults 18-34, sample size 29,250.
Radio Has The Greatest Weekly Reach of Young Adults vs Other Media In The USA
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week (M-Su,
5a-2a)
Watched Any Non-Premium Cable
Past Week
Spent Any Time on Internet Past Week
93%
51%
82% 81%
89%
Weekly Media Exposure Adults 25-54
Source: Scarborough USA+, Release 1 2012 USA Adults 25-54, sample size 88,248
Radio’s Weekly Reach of Adults is Greatest of Major Media In
The USA
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week
Watched Any Non-Premium Cable
Past Week
Spent Any Time on Internet Past Week
93%
58%
88%82% 83%
QUESTION: On a 7-day average, how long do 93% of people 12+ in the USA listen to the radio each day?
ANSWER: 2hrs40min
Source RADAR 113 June 2012 Monday-Sunday 6AM-Midnight for Persons 12+
Weekly Media Exposure Adults 18-34
Source: Scarborough USA+, Release 1 2012 Seattle Adults 18-34, sample size 617
Radio Has The Greatest Weekly Reach of Young Adults vs Other Media
In Seattle
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week (M-Su,
5a-2a)
Watched Any Non-Premium Cable
Past Week
Spent Any Time on Internet Past Week
95%
40%
73% 74%
92%
Weekly Media Exposure Adults 25-54
Source: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929
Radio’s Weekly Reach of Adults is Greatest of Major Media In
Seattle
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week
Watched Any Non-Premium Cable
Past Week
Spent Any Time on Internet Past Week
95%
45%
82%78%
90%
QUESTION: On a 7-day average, how long do 94% of people 12+ in Seattle listen to the radio each day?
ANSWER: 2hrs15min
Source Arbitron PPM Seattle April/May/June 2012 Monday-Sunday 6AM-Midnight for Persons 12+
41%
54%
27%27%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Radio Internet Television Newspaper
Source Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 in
The USA
Adults 18-34 are 52% more likely to be heavy users of radio than heavy users of television in the USA.
60% of listening is to only one radio station
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.
47%45%
33% 34%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Radio Internet Television Newspaper
Source Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
Radio And The Internet Have Heaviest Weekly Usage Among Adults 25-54 in
The USA
Adults 25-54 are 42% more likely to be heavy users of radio than heavy users of television in the USA.
60% of listening is to only one radio station
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.
46%53%
23%31%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Radio Internet Television Newspaper
Source Scarborough Seattle- Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 in
Seattle
Adults 18-34 are 100% more likely to be heavy users of radio than heavy users of television in Seattle.
60% of listening is to only one radio station
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.
47% 47%
32% 34%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Radio Internet Television Newspaper
Source Scarborough Seattle - Release 1 2012, 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
Radio And The Internet Have Heaviest Weekly Usage Among Adults 25-54 in
Seattle
Adults 25-54 are 47% more likely to be heavy users of radio than heavy users of television in Seattle.
60% of listening is to only one radio station
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.
Emotional Connection to Listeners Benefits Advertisers
Fact: Engages and Influences Listeners
26
4 emotional triggers that listeners value…
Why people pick radio for their audio entertainment source
Radio’s Assets
Drive Its Mass Reach
26
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
• A radio on while they work• Gets them in a better mood• A feeling of companionship• An escape from pressures of everyday life
“ ”
82%
Radio Connects Personally
27
75% 70% 72% 70%
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
A personal, para-social interaction with their favorite
radio personality
Radio on because their
favorite personality
is on-air
Talk to their friends about their favorite personality or program
content
Follow their favorite
personality/radio
station on social media
Consider radio
personalities to be a good or best friend
or companion*
Because he actually replies to you and makes you feel important
“ ”
Radio Has the Power
of Persuasion
52%
28
51% 47%
They are very down to earth people, just like their listeners
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles
Have considered or purchased a product or
service recommended
by their favorite
personality
Have considered or purchased a
product/service advertised during their
favorite Radio personality’s
show
Their favorite Radio
personality influences
their opinion
There Is an Emotional
Attachment to Radio
29
9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air
% who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air
Source: The Infinite Dial 2011
30
Radio Is Always Available,Especially in Times of Crisis
people rely on radio
30% increase
PM drive Cumeon News Radio
in Chicago
February 2nd 2011Chicago Blizzard
40% increase
AM drive Shareon News Radio
in four major cities
March 11th 2011West Coast Tsunami
5-fold increase
Afternoon Cumeon News Radio
in Washington DC
August 23rd 2011East Coast Earthquake
DoubleMidday Cume
on News Radioin New York
August 28th 2011Hurricane Irene
Source: Arbitron PPM
By age, sex, qualitative, psychographic and place of listening
Fact: Targetable Reach
Nearly Everyone Uses Radio. In Real Time. Every Week.
0%
20%
40%
60%
80%
100%
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp 18-49 AA/Blk 18-49
W 25-54 A 18-49 Col Ed, HH
$75K+
P 18-49 Col Ed
M 25-54 Emp
93% 91% 93% 95% 95% 95% 93% 95% 95% 95% 96%
Weekly Radio Usage
Source: RADAR June 2012, Mon-Sun 6A-Mid Weekly Cume
Radio reaches over 91% of virtually every segment of the population. That that has been true year after year and remains true today.
Prime Consumer
Targets Listen to
Radio
33
94% 92% 93% 93%
Source: Scarborough USA+ 2012 Release 1 (12 months only)
Radio Reaches Younger
Shoppers During Retail Hours
34
6-10A 10A-3P 3P-7P 7P-12M
72%82% 83%
66%
Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)
Adults 18-34
35
6-10A 10A-3P 3P-7P 7P-12M
80%85% 86%
63%
Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)
Radio Reaches
Shoppers During Retail Hours
Adults 25-54
Reaching Young
Consumers Year
Round
36
JUN '11 SEP '11 DEC '11 MAR '12 JUN '12
94% 94% 94% 93% 93%
Source: RADAR 109, 110, 111, 112, 113 - June 2011, September 2011, December 2011, March 2012, June 2012, (Mon-Sun 24-Hour Weekly Cume)
Adults 18-34
“The Right Place at the Right Time” – A Real Benefit for Advertisers
90% of purchasing decisions made day of
purchase
70% just prior to purchase
82% of all shopping trips unplanned
shopping
72% of drivers frequently or sometimes
shop on their way home from work
95% of working people listen to the radio
during the day and/or in their cars on the
way home each week
Source: Nielse nVideo Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. Arbitron In Car Study October 2009; Source: The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011; Arbitron /Edison “The Road Ahead” Oct 2011; “Radio in the context of daily life” – MBI August 2011, Adults 18-49; RADAR June 2012;
Radio gets your message across when the timing is right – just before people decide what to buy or where to
shop.
How to read: While 76% of all AM/FM Radio usage happens out of home, only 8% of all TV usage happens out of home.
Source: 2012 USA TouchPoints, Adults 18-64 2,000 e-diary sample using gfjMRI database; gfKMRI, Scarborough USA 1 2012;
More of total Radio usage is done out of home vs any other major media – giving advertisers the last word before purchase
Adults 18-64, % of overall usage done outside of home, by location
Radio Reaches More People During Working Hours Than Any Other Major Medium
Car/Transit Work Other Total OOH0%
20%
40%
60%
80%
TV AM/FM Radio Internet Newspaper Magazines
“Lunchtime is Primetime” for
QSRs
Over half of daily traffic occurs from 11am to
3pm
Source: 2012 USA TouchPoints
Proximity to the Purchase!
Source: 2012 USA TouchPoints
To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM Radio at some point beforehand vs. 41% who had watched TV.
60% of Lunchtime
QSR Patrons have been engaging
with AM/FM Radio prior to
their visit!
Growth in Sphere of Influence, Growth in Revenue Streams, Enables Activation
Radio Moves With The Future
Digital Technology Enhances Interaction for Radio
As New Technology Develops…
20052000
2001
201020092007
2001
2001
…Radio Listening Remains Consistent
2004
Research Studies Concur –
Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening
Radio listening is not decreasing, it’s just changing devices. July 2012
Target Spot White Paper May 2012
Jacobs Tech Survey 8 April 2012
The Infinite Dial: 2012* iHeart poll Clear Channel iHeartRadio Study released April 3, 2012
U.S.A. Touchpoints February 29, 2012
NPD’s Ben Arnold quoted in Audio4cast February 27, 2012
“Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radio's expense.”
Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days
Digital Users Are More Likely to Be Heavier Users of Radio*
From the New Apple Conference – An Update on the iPod Nano
Radio. An alternative way to rock.
FM radio keeps you up on what’s going on out there – the game, the top news stories, your favorite talk shows – or whatever you love listening to. Just plug in your headphones and taps to see the controls. Flick the radio dial to change stations. Tap to set your favorites. Need to take a break? With Live Pause, you won’t miss a minute. Just tap to pause the song or show, then tap again to continue. You can even rewind as far back as 15 minutes, so you can be sure of the lyrics you’re belting out. Or fast-forward to catch to a live broadcast.
AM/FM Radio’s Share of Audio Usage Remains Dominant Throughout the Day
Source: 2012 USA Touchpoints
Throughout the day, Radio is the dominant source of audio entertainment.
Persons 18-34 in millions
49.0
26.424.3
15.6
3.20
10
20
30
40
50
On a typical day in the USA, of people 18-34:
85% more will use Radio than will go to Facebook
100% more will use Radio than will go to Google Search
215% more will use Radio than will go to YouTube
1430% more will use Radio than will go to Twitter
Source: comScore Inc Ratings April-June 2012, RADAR June 2012, P18-34, 6A-12M
On a typical day in the USA, of people 18-34:
Persons 25-54 in millions
3.0
18.5
39.040.1
92.1
0
10
20
30
40
50
60
70
80
90
100
Radio Facebook GoogleSearch
YouTube Twitter
On a typical day in the USA, of people 25-54:
130% more will use Radio than will go to Facebook
135% more will use Radio than will go to Google Search
400% more will use Radio than will go to YouTube
3070% more will use Radio than will go to Twitter
Source: comScore Inc Ratings for April-June 2012, Average Daily Unique Visitors 25-54; RADAR June 2012, P25-54, 6A-12M
On a typical day in the USA, of people 25-54:
Fact:
Produces Outstanding, Cost Effective Results
People listen and respond to radio commercials
QUESTION:
ANSWER: 93%
On average, what percentage of the audience remains throughout a commercial break on the radio?
Radio Holds Its Audience
Levels During
Commercial Breaks
50
1-min breaks
2-min breaks
3-min breaks
4-min breaks
5-min breaks
6+-min breaks
100% 99%96%
92%87% 85%
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
Weighted Average: 93%
Percent of Lead-In Audience During Commercial Breaks
Across Ages and Gender,Tune-in Is
High During Commercial
Breaks
51
6+ 12-17 18-34 25-54 35-64 65+ Male Female
93% 90% 89% 92% 93%98%
93% 92%
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/Gender
AM/FM Radio Adds Considerable Reach When Used in Combination with Other Media
AM/FM Radio Live TV AM/FM Radio + Live TV
Internet AM/FM Radio + Internet
Live TV/In-ternet
AM/FM Radio + Live TV/In-
ternet
59.0
79.8
90.6
48.8
77.9
90.895.6
+14%
+60%
+5%
© 2012 Arbitron Inc. 52Source: MBI TouchpointsTM
Average Day Reach, AM/FM Radio And Other Media Combinations Persons 25-54
6 a
7 a
8 a
9 a
10 a
11 a
12 p 1
p2
p3
p4
p5
p6
p7
p8
p9
p10
p11
p0
10
20
30
40
50
AM/FM Radio Live TV/Internet
AM/FM Radio + Live TV/Internet
© 2012 Arbitron Inc. 53
The Combination of AM/FM Radio with TV and Internet Raises Reach Significantly
Source: MBI TouchpointsTM
Average Day Reach, AM/FM Radio + Internet + TV By Time Of Day Persons 25-54
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.
Radio advertising does positively impact the 5 key branding metrics
6 Study Average % Lift
Affinity / Likeability
Awareness
Advocacy
Consideration
Purchase Intent
13%
20%
14%
38%
37%
Radio-targetedconsumers vs.Control groups
Radio Unleashes Your Superpowers With
Reach Targetability Digital Assets Results Thriving
Radio is thriving because it connects with listeners in ways no other medium can match.